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Anja monrad mediadagen
1. The Power of Social Media: An
Opportunity to Build Better Businesses
Anja Monrad, Executive Director
Global Consumer & SMB Marcom Operations and Global
Consumer Brand & Creative
Mediadagen Årets Rambuk 2011, Copenhagen, September
2. Agenda
The Dell Story Our Marketing Social Media The Outcome
Heritage Pioneer
2 Global Marketing
3. 100K+ employees
The Dell story $61.5 billion in revenue
First to sell complex First company to hit $1M a day in
configurable items online revenue
One of the first to launch
Founded on 1:1 relationships
online discussion forums &
with customers
online support
3 Global Marketing
5. The Dell Heritage –
1:1 Customer Centric Conversations
CallCenter
Social Online
Catalog
Data & Insights
5 Global Marketing
6. The Dell Heritage –
Analytic data driven approach
Behavior targeting, scoring and
propensity models
BI Online
Offline
Social Sales &
Media Service
DM /
Email
Catalog
Customer identity, ODG
profiling, segmentation Adaptive Learning and Real Relevant Communication,
Time decisions Messaging, and Offer Generation
Global Marketing
7. Other
Digital is at the heart 11%
OA,
Mobile,
Print
of everything we do ! 18%
Social
34%
49% of spend is on digital Search
media TV 15%
22%
Constantly pushing the new
media envelope across
affiliates, search, social,
and mobile
Global Marketing
8. Transforming Digital Now
Media Spend Owned
Last 5 years evolution of paid, Paid
owned and earned media Earned
Owned Owned - Dell.com is the 2nd
largest ecommerce shopping site
Paid 2006 globally
Earned
Earned - Dell named #1 most social
brand in ranking of 100 top brands
Global Marketing
10. Behavioural Targetting
Increasing competitive environment leads
Right message at the right time for the to increasing acquisition costs and
each person – 1:1 Conversations decreasing conversion rates
• More premium rates
• More advertisers -> Cluttered space
• Consumer tune out the clutter
• Standard OA approach - one message fits all
30 mill cookied users globally
BT provides a cost-effective way to
increase conversions through relevant
and personalization messaging
BT makes up about 20% of total
impressions delivered and is driving
about 60% of revenue
Global Marketing
11. Dell’s Dynamic Product
Name
Savings
Content Solution Product
Picture
Call Out
40% of Dell’s BT program uses
creative that is automated and
dynamic for both banner and
email
• Personalization and increased Alternative
relevancy to the user Dynamic Versions
• Unlimited versioning
• Drives much higher conversion
rates
Personlized content also done
for CRM Life Cycle Management
printed pieces.
Global Marketing
12. 12 Global Marketing
Source: Shanghai Web designers via Neville Hobson
13. Five years of experiments and experience
December 2006 October 2007 May 2008 June 2009
February 2006 Dell named #1 most
Ratings and Michael Dell quote in Business Week Dell Outlet achieves Global Twitter social brand in
Michael Dell Asks reviews on Jeff Jarvis story quote, “These conversations are $0.5M in sales via Twitter revenues of $6.5 M ranking of 100 top
Why don’t we reach out and help going to occur whether you like it or not. Do you
bloggers with tech support issues?
Dell.com want to be part of that or not? My argument is you
Community team active on Twitter brands
absolutely do. You can learn from them. You can Small Business
improve your reaction time. And you can be a blog launched
August 2006 better company by listening and being involved in
Blog outreach that conversation.”
expands beyond February 2007 March 2008 March 2010
tech support Accepted Solutions China Micro-
IdeaStorm Launched January 2009 June 2009
launched on Community Blogging
A voting based site allowing Dell Organizes in to $2M+ Sales
customers and others to submit Dell France begins Online 4 customer focused
ideas for Dell. Community Outreach via Twitter Social Media Listening
business units
Command Center
2006 2007 2008 2009 2010 2011
Dell Social Media and
Community University
July 2006 launched/5,000 team
Direct2Dell launched June 2007 April 2008 2009 members trained by
end of year
Today Direct2Dell exists in Dell joins Twitter Inside IT launched Dell TechCenter
English, Spanish, Norwegian, January (Aug.)
Blog focused on business
Japanese and Chinese.
Dell launches 2008 customers, and Cloud
Dell aligns Computing. Altimeter recognizes Dell with
EmployeeStorm Spring 2009 December 2009 “Open Leadership Award for
Internal Blogs organization
Launched for for success
Some Members of Huffington Post BlogInnovation and Execution”
Community and (Oct.)
Employees.
Conversations Dell
August 2006 January 2007 deployed within each launches
Blog outreach StudioDell launched of the new Dell B2B pages
Facebook
expands beyond Dell’s video and podcast site,
February 2008 Business units
(Jun.)
tech Support with helpful tips and tricks.
Eventually expanding this into November 2007 Twitter expanded
the YouTube channel making DellShares launched
sharing easier. The first investor relations blog by
June 2008
a public company. Channel blog
13 launched Global Marketing
14. DELL Social Media – Focus coming from the very
top
It is not about marketing – not “just a channel” – it’s a business strategy
Global Marketing
15. Listening to Be A Better Business,
Across the Business
Monitors 26,000+ online mentions of Dell every day
Conversations analyzed by topic, sentiment, share of voice, geography.
& 15
routed to the right people - wherever they are in Dell- for response, insight,Marketing
Global or action.
16. Leverage social media across business functions
Product Development Marketing Online Presence
• Feedback Loop • Demand Forecast • Ratings & Reviews
• Early Warning • Lead Generation • Communities
• New Product • Message Reach • Customer Stories
Ideation
Sales Customer Service Communication
• Collaboration • Listening • Rich Media
• Thought Leadership • Support Widgets • Brand Reputation
• Blogs • Outreach • Influence
• Reputation
16 Global Marketing
17. Customers in need
are critical
opportunities
Social Media gives
them voice & you
opportunities
Global Marketing
18. Don’t forget the
happy customers
A shift in who speaks for
your brand
66%
OF BRAND TOUCHPOINTS ARE
NOW GENERATED BY
CUSTOMERS
34%
OF BLOGGERS POST OPINIONS
ABOUT PRODUCTS
18 Global Marketing
19. Dell’s Social Marketing &
Listening
Innovative and focused approach to
social monitoring, interaction and
activation
Principles
Policy
Governance
19 Training & tools Marketing
Global
20. So what is the value of a “Fan”, a “Like” or a “+”
– 688,000+ posts in Google search over the last week asking that very question
– constant press about the ROI of social media
– every day several new “surveys”
› value of a Facebook fan for business
› whether Twitter followers are more likely to purchase from company they follow or NOT?
– You name the headline or survey result – it has been claimed or made… or will be
shortly
Scorecards Social Presence Map Influence
Global Marketing
21. Social Media Business Value: Blogging / engagement resulted in a decline
of negative commentary about 30
throughout the customer percentage points (manual tracking)
lifecycle
Vocal Dell critics surprised and “taken a
Awareness back” when we connected with them – turn
negative conversations into more
balanced discussions
Research and
CLV (loyalty) Dell.com Consideration Unpredictable…. “Fun” video that was
supposed to go viral, never did. It did not
connect or generate conversations.
Our
Communities
External Thousands of Server Images on Flickr was
Communities
not expected
Support
Demand /
Lead Gen Product quality issues emerged up to three
and Sales weeks sooner in social media than other
media – early warnings
Global Marketing
22. If remembering nothing
else………..
• Social media gives us more opportunities to listen, connect
and engage than ever before
• If you are not listening, you will go no where
• Our vision and business strategy is embedding social media
throughout the company to become a leader in connecting
with customers
• Empower, and if needed, train your employees
• Dell’s heritage of direct customer connections and
online leadership are the seeds of our social media success
• It is a journey…the Web evolves every day, so will the journey
22 9/9/2011 Global Marketing
